2.5-million enthusiastic customers interacting live with your brand annually at 23 events in 17 states from February-November
The ability and elbow-room to showcase your products, have face-to-face customer contact, and execute first-class corporate hospitality in a wholesome, team-inclusive sports environment
Meaningful interaction with customers that are 70-percent brand loyal to products that support NHRA drag racing
Break your brand out of the blur of consumer clutter.
NHRA Pro Stock team Cagnazzi Racing's mission is to provide you high level access and management expertise to this marketplace and work together in the best long-term interests of your brands. We will prove to you that team sponsorship is a cost effective brand and sales building channel that leads you straight to the best customer group in America.
The National Hot Rod Association organizes and sanctions the fastest racecars in the world in four professional classes, including Cagnazzi Racing's Pro Stock Series. A drag race is an acceleration contest from a standing start between two vehicles over a measured distance. The accepted standard for that distance is a quarter-mile (1,320 feet). A drag racing event is a series of such two-vehicle, tournament-style eliminations. The losing driver in each race is eliminated, and the winning drivers progress until one driver remains.
Here is a snapshot of the audiences and media driving the skyrocketing success of NHRA Drag Racing.
The NHRA is the largest motorsports organization in the world, with 85,000+ members and 300,000+ racers competing in 46 states, Puerto Rico, Mexico and Canada. The organization recently celebrated its 50th anniversary. The NHRA claims 68 million fans in the United States. And according to the ESPN Chilton Sports Poll, 34 percent of Americans are drag-racing fans. Seventy percent of NHRA fans say they're more likely to choose NHRA sponsors' products over competing brands. There was a 53-percent growth in attendance at NHRA events in the 1990s. The average attendance at the NHRA's 23 national events exceeds
108,000 spectators.
The NHRA has a multi-year television agreement with category-leading ESPN and ESPN2. ESPN claims that 60 million viewers tune into 150 hours of original NHRA programming annually. NHRA.com reaches 750,000+ unique visitors every month. The NHRA's publication, National Dragster, reaches 400,000+ avid readers every week. Newspapers and wire services all over the U.S. cover NHRA professional events.
The key distinguishing characteristics of sponsorship activation through the NHRA Pro Stock Series are fan contact and unparalleled client entertainment hospitality. Drag racing, more than any other professional sport, enables face-to-face contact between sponsors and fans in a setting where fans are eager to support sponsors that support their sport. And sponsors and their guests have higher access to the NHRA 'playing field' and its participants than in any other professional sport.
The NHRA Pro Stock Series races at 23 events in 17 states from February-November, including urban markets in New York City, Los Angeles, Phoenix, Las Vegas, Houston, Atlanta, Chicago, Denver, St. Louis, Seattle, Indianapolis, Memphis and Dallas.
NHRA sponsors include Coca-Cola, Budweiser, Sears, MBNA, GMC Truck, Ford, Chevrolet, Dodge, Pontiac, Suzuki, Castrol, Miller Lite, POWERade, Valvoline, Knights Inn, Mopar, Exide, U.S. Army, Snap-On, Advance Auto Parts, Skoal, Kendall Oil, Mac Tools, Matco Tools, Craftsman, GM Performance Parts, Featherlite, Lucas Oil, Fram Filters, AC Delco, Auto Club of Southern California, Bilstein shock absorbers, K&N Filters, Zerex and Kawasaki.
Cagnazzi Racing and the National Hot Rod Association offer you unmatched opportunities to cut through the clutter of the marketplace and reach customers who buy the products of sponsors that support drag racing. Here's the demographic profile of the 2.5+ million customers who will attend NHRA events this year and the 60 million NHRA fans who will watch on TV.
Sponsor Loyalty: 70 percent of NHRA fans are more likely to support NHRA sponsors
Gender: 72 percent males
Annual Household Income: $30-$49k: 31 percent; $50-$74k: 21 percent; $75-99k: 9 percent
Marital Status; 52 percent married
Age: 18-24; 14 percent; 25-34: 20 percent; 35-44: 24 percent; 45-54: 19 percent
Education: High school grad: 34 percent; Some college: 24 percent; College plus: 16 percent
Geographic Spread South: 37 percent; West: 25 percent; North Central: 23 percent; Northeast: 15 percent (Cagnazzi Racing and the NHRA compete in 22 events in 17 states from February-November, including the urban markets of New York City, Los Angeles, Phoenix, Las Vegas, Houston, Atlanta, Chicago, Denver, St. Louis, Seattle, Indianapolis, Memphis and Dallas.)
The charter of Cagnazzi Racing is defined by two key elements:
Racing competitively in the 200+ mph, split-second world of NHRA Pro Stock drag racing; and
Helping its partners reach business objectives through professional program management and high-level access to America's fastest and most exciting form of motorsports.
How do your marketing objectives stack up to those of the largest sports sponsors in America? According to Street & Smith's SportsBusiness Journal, the following are the top reasons why companies sponsor sports properties:
1. Brand Awareness - 86.7 percent
2. Product Branding/Enhancement - 78.1 percent
3. Media Coverage/Publicity - 76.1 percent
4. Promotional Opportunities - 73.1 percent
5. Product Sales - 66.8 percent
6. Marketing Tie-ins/Merchandising 59.5 percent
7. Retail Tie-ins - 55.8 percent
8. Client Entertainment - 48.8 percent
9. Product Placement - 47.5 percent
10. Internal Marketing - 40.2 percent
11. Product Endorsements - 30.6 percent
12. Access to Athletes - 27.9 percent
13. Naming Rights 21.9 percent
14. Licensing - 18.6 percent
Cagnazzi Racing is dedicated to helping its partners design and implement specific, measurable, marketing programs that engage the concepts above, and more. We hope this list is a great conversation starter as we explore how Cagnazzi Racing can deliver bottom-line results to its partners.
Cagnazzi Racing is a professional, national sports sponsorship platform that can be adapted to help sponsors meet and measure their marketing objectives. Below is a starter list of sponsorship activation possibilities that are available through Cagnazzi Racing.
1. Drive sales
2. Create local, regional and national visibility
3. Attract, embrace and create loyalty among customers
4. Drive specific media publicity in consumer and trade-industry media
5. Improve product and brand awareness among new customer groups
6. Incent employees at all levels for sales, production safety, longevity,
budget management
7. Market and incent franchises and dealerships
8. Incent sales forces
9. Create B2B relationships
10. Demonstrate and showcase product attributes
11. Demonstrate brand and product lifestyle affinity with customers
12. Executive and technical employee recruitment and retention
13. Create and enhance a brand/product personality
14. Create and leverage productive business partnership
s
15. Leverage retailer tie-in programs
16. Outsmart the competition without outspending them
17. Execute excellent executive hospitality and entertainment
Cagnazzi Racing understands that sponsorship is about much more than slapping a sticker on the hood of a race car.
Of course the graphic look of the car is important, but the race car itself should only be the tip of the sword - the most visible element of an effective, measurable sports-sponsorship marketing program that drives positive results at every level.
Below is a series of questions Cagnazzi Racing suggests sponsors explore before embarking on any sports sponsorship program.
1. What are the primary and secondary objectives of the sponsorship?
2. How does this motorsports marketing program fit with our current commitments?
3. Is this sponsorship a logical extension of our brand and product images?
4. How does this sponsorship impact our positioning against our competitors?
5. What is the impact of this commitment on internal and external audiences?
6. Are we making a realistic, long-term commitment to success?
7. Do we have a true idea of the cost of leveraging this program?
8. How will we measure the impact of this program?
9. How can this commitment create new business opportunities for us?
10. Is the property managed in a business-like fashion by knowledgeable people, and will they be good business partners?
Sponsors can set the stage for measurable, long-term success through openly discussing these questions.
Cagnazzi Racing is eager to help you work through these issues. We were founded on the principle that we can't succeed unless our sponsors succeed. We carry a businesslike, professional attitude and expect to drive more value than we promise to our sponsors.
Let us tell you more about the people, technology and commitment to success at Cagnazzi Racing. Contact team owner Victor Cagnazzi today at info@vjcr.com
Contact Cagnazzi Racing E-mail: info@vjcr.com Phone: (704) 663-0846
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